What is first-party identity resolution?

First-party identity resolution recognizes shoppers using signals a brand already owns: its own tracking, its email and SMS engagement, and its store and customer records. It prioritizes these internal matches before considering any external source.

This approach is more durable as third-party cookies and cross-site tracking decline, and it aligns better with privacy expectations because it leans on the brand’s direct relationship with the shopper.

For ecommerce brands, first-party identity resolution pairs naturally with intent scoring: recognize the shopper using your own data, then act only when the buying signals are strong.